FTX Trading – a leading crypto derivatives exchange – recently partnered with Mercedes-AMG Petronas Formula One Team to advertise its brand throughout multiple seasons. The collaboration will feature striking displays of the FTX logo across Mercedes’s cars and racers.
As reported by Newswire, the FTX branding will first be unveiled – in some form – at the Russian Grand Prix on September 26th. It will continue to expand in various forms, leading up to the start of the 2022 racing season.
While being featured on Mercedes AMG’s cars and drivers, they will be further displayed across the racing company’s fleet of trucks, within their garage, and in the trackside hospitality and communications facilities. FTX will also have the chance to market its brand through drivers Valterri Botas and Lewis Hamilton, staying in close contact with each of them.
Other planned initiatives include the launch of an NFT collection and FTX Pay integration.
FTX CEO and Co-founder Sam Bankman-Fried is “thrilled” by the partnership, and the chance it provides to “amplify” the firm’s position as a leading global crypto exchange.
Meanwhile, CEO Toto Wolff of Mercedes-AMG Petronas believes FTX makes for a fitting partnership:
“[FTX’s] innovative spirit and creative energy in such a rapidly developing global industry make them a well-matched partner in our own relentless pursuit of performance. Together we look forward to creating new and exciting opportunities to engage with our fans and deliver world-class experiences for them.”
This isn’t the first time FTX has leveraged the sports industry for its marketing. Earlier this month, basketball superstar Stephen Curry joined the trading platform in another partnership deal as its global ambassador, in exchange for stake in the company. Top football player Tom Brady has formed a similar deal with FTX, agreeing to promote it for company stake.
The athletes aren’t just in it for the money either: Curry asked his fans for honest advice on how to navigate the crypto space on September 6th, while Brady is already asking to receive his salary in crypto.